In the electrifying arena of global motorsports, ESPN has historically been a significant player in bringing the drama of racing to American screens. Back in the day, ESPN was a key broadcaster for NASCAR, and they also maintained a long-standing relationship with the IndyCar Series. It famously aired the prestigious Indianapolis 500 for years before moving to NBC in 2019. But the story of Formula One’s partnership with ESPN is a captivating one.

When ESPM re-acquired the F1 broadcasting rights in 2018, it was a relatively sleepy deal. They chose to simulcast the coverage using the international feed produced by Sky Sports. Then came the Netflix documentary: Drive to Survive. As the show captivated new audiences, F1’s popularity in the U.S. skyrocketed. Viewership soared, with races like the Miami Grand Prix later drawing millions and even setting new US viewership records. However, that phenomenal partnership is now coming to an end.

How Formula 1 is shifting its U.S. broadcasting strategy

Formula 1 is set to turbocharge its U.S. presence with a landmark media rights deal, as Apple and Formula One Management have confirmed a five-year partnership beginning in 2026. The deal, reportedly worth around $140 million annually, represents a 56% increase from the roughly $90 million that ESPN had been paying, signaling F1’s confidence in Apple’s ability to expand its reach beyond linear television.

Under the new arrangement, all practice sessions, qualifying rounds, sprint races, and Grand Prixes will be streamed on Apple TV for subscribers. As they’re jumping off from the TV scene, Apple TV will air select races free to maintain that same broad exposure across the United States. Unlike Apple’s MLS Season Pass, F1 fans won’t face additional fees beyond the Apple TV subscription.

Apple has ambitious plans to leverage its ecosystem to promote Formula 1, integrating the sport into its various apps and platforms, including Apple Maps, News, Music, Sports, and Fitness+. Senior Vice President of Services Eddy Cue highlighted Apple’s reach, noting that the company’s subscription base exceeds 45 million, providing F1 with unprecedented exposure.

“We’re focused on quality and creating incredible content, and there is no more incredible content than Formula 1. It’s loved by viewers; it’s growing tremendously,” Cue said, reflecting on how the partnership aims to elevate the sport’s visibility in the U.S. The tech giant has already promoted F1 through initiatives like F1: The Movie, which grossed nearly $630 million, further boosting the sport’s profile.

F1 CEO Stefano Domenicali emphasized the cultural and technological alignment behind the partnership. “We know the power that they have, the technology that they have, we know that they share the same passion on F1. This is not something that is negotiable; this is something that has to be at the base of a partnership and collaboration,” he said.

Domenicali stressed that Apple’s ability to embed the sport into the daily lives of American viewers is crucial, noting that to grow in the U.S., F1 must “be part of the culture. You wake up in the American houses and you talk about the sport, you talk about the events.”

The transition does not come with changes for F1’s in-house streaming service, F1 TV. Going forward, the service will only be accessible to Apple TV subscribers, though it will remain free for those with a subscription. Apple and F1 have not disclosed the exact economics behind this move, but it promises to consolidate streaming under one global platform while potentially boosting Apple TV subscriptions.

ESPN praised the partnership in a statement, saying, “We’re incredibly proud of what we and Formula 1 accomplished together in the United States and look forward to a strong finish in this final season. We wish F1 well in the future.” The move has also been met with excitement from teams and stakeholders.

Cadillac F1 Team CEO Dan Towriss expressed optimism, saying, “Cadillac F1 is incredibly excited about today’s announcement. As we build a truly American team, Apple’s scale, influence, marketing, and most importantly, deep commitment to innovation will bring us to American audiences in exactly the ways we want to reach them.”

Cue, reflecting on his 36-year tenure at Apple, described the deal as a career highlight, saying, “I feel like I’m on the podium. Over the course of making the movie, from the teams, the drivers, the fans, this cutting-edge technology, innovation, everything about it we think is a perfect marriage of Apple TV and Formula 1, being the exclusive provider.”

With this 5-year deal, F1 hopes to accelerate its American growth, turning its races into both a sporting and cultural phenomenon. On the other hand, a NASCAR track gears up for world-class thrills ahead of the Grand Prix weekend.

Austin’s COTA set to redefine theme park thrills in 2026

COTALAND at the Circuit of the Americas is coming alive at the home of the U.S. Grand Prix, offering visitors a first taste of its attractions during the Formula 1 weekend. The park features two steel roller coasters, a drop tower, a log ride, and family-friendly activities such as a Jeep safari, giant swing, smaller coaster, and a carousel.

And at the heart of it all is the Circuit Breaker, a coaster that climbs 130 feet, pauses on a 90-degree tilt, and then plunges riders through tunnels at speeds up to 60 mph. “I think it’s one of the most amazing rides around, it’s gonna be so great,” said Matt Hughey, COTALAND’s Operations VP.

Palindrome, the second steel coaster, is nearly ready to join the lineup. Painted a striking blue, it lifts riders vertically, corkscrews over a roadway, climbs a spike, and then reverses the entire course.

Hughey shared, “The very end, the spike, that hop skip that we’ve added to it is just a unique element that you don’t see very often. That was a very fun kind of way of introducing something a little bit unique to the audience, like, ‘Hey, I’ve never done that before.’”

Finally, dining is set to be a highlight at Turn 20, a two-story restaurant along the track’s iconic final curve. Hughey described it as “one of the largest restaurants I’ve ever seen in a theme park, being able to produce over 1000 meals an hour.” 

With indoor climate-controlled seating and a rooftop bar offering panoramic views, Turn 20 promises to be a coveted spot during major race weekends. “I think the guests will be so thrilled at the uniqueness of what this park is,” Hughey said. “I think the best way to put it is, we will be Austin.”